ABB has announced it will integrate the Baldor Electric Company name into its global ABB brand as part of its Next Level strategy.

As of 1 March 2018 Baldor Electric Company, which has been a member of the ABB group for more than seven years, will be known as ABB and the ABB brand will be applied to all of the Baldor Electric Company’s manufacturing, sales and support facilities, box designs and marketing collateral, invoices and purchase orders. The ABB brand will also be applied to Baldor Electric Company’s trade show booths at GEAPS, AGG1, EASA & the Permian Basin Oil Show.

“This represents yet another great step in building a market-focused, lean organisation and unifying the ABB brand across the globe. With aligning all of our activities under the ABB brand we are delivering on our Next Level Strategy to unlock value by streamlining and strengthening our portfolio,” says ABB president of robotics and motion division Sami Atiya.

ABB’s Next Level strategy includes harmonising different ABB-owned brands under the global ABB master brand.

As ABB, Baldor Electric Company will continue to manufacture, design and market Baldor-Reliance motors and Dodge mechanical power transmission products. It will also continue to support ABB’s entire US motors and generators business unit, including ABB branded IEC motors, large AC motors, generators and related services from the motors, generators and mechanical business headquarters in Fort Smith, Arkansas.

“ABB has invested over $US13bn ($A16.7bn) in the US over the past 10 years, this is our largest market. The company will continue to invest in the products it makes here, as well as the people responsible for their manufacture. Our US-based motor and mechanical portfolio will be included within our broader portfolio of ABB Ability digital solutions,” says ABB president of the Americas Greg Scheu.

“ABB’s strong backing for its operations in the US gives our customers the best of both worlds. Our customers can count on us to provide local support, backed by pioneering ABB technology and a global, connected footprint to ensure we partner with them wherever they may be.”